Tatyana Mikhalevskaya: the online advertising market is developing arrhythmically
The shortage of inventory in online advertising has escalated to an unprecedented level. The market is developing arrhythmically, and not all players will withstand the pace of 2026, believes Tatyana Mikhalevskaya of MoeVideo.
The problem of inventory shortage in online advertising has reached a new level amid the unprecedented challenges of 2026. The market is developing arrhythmically, and not all players will be able to keep up with this pace. Such an assessment was given by Tatyana Mikhalevskaya, managing partner of the MoeVideo / MoeDSP / Red Digital / Ruscontent brand group.
"Being a director is a great responsibility — not everyone is up to it and not everyone likes it," Mikhalevskaya noted in an interview devoted to issues of management and business development amid uncertainty.
Crisis as a Market Filter
According to the group's managing partner, the current turbulence will inevitably lead to a culling of market participants. Those companies that manage to survive this period will grow alongside the industry over the next five years. This scenario, as Mikhalevskaya emphasizes, assumes that some players simply will not be able to keep up with the pace set by the market.
She characterizes the industry's development rhythm as arrhythmic. This means that the familiar planning models, built on stable dynamics, no longer work at full strength. Nevertheless, according to Mikhalevskaya's conviction, abandoning planning is unacceptable — it remains one of the key management tools during a period of uncertainty.
Planning and Expansion
One of the central topics of the interview is the question of how to expand a business when external conditions are unstable and market forecasts have to be revised. Mikhalevskaya insists: even in such an environment, companies must maintain planning discipline. Abandoning it means losing control over the operational and financial agenda.
The second key storyline of the conversation is the shortage of advertising inventory. According to the speaker's assessment, the problem has escalated to a level the market has not previously recorded. For platforms operating in the video and programmatic advertising segments, this directly affects procurement strategies, pricing, and relationships with publishers.
About the Speaker
Tatyana Mikhalevskaya manages a brand group that brings together four areas: MoeVideo, MoeDSP, Red Digital, and Ruscontent. The portfolio spans video advertising, DSP solutions, agency services, and content operations. Her comments reflect the position of an operator that combines technological and service business models.
What This Means for the Market
Mikhalevskaya's assessment sets the framework for the coming years: consolidation is inevitable, and those who survive will gain a growth advantage. For advertisers, this means fewer players with stronger positions. For publishers, it means increased value of inventory amid its shortage.
The question of managerial resilience is coming to the forefront. As Mikhalevskaya puts it, the responsibility of a leader is a burden that suits not everyone and that not everyone likes. Under the conditions of 2026, it is precisely the willingness to bear this burden and not abandon planning that will separate those who remain in the market from those who leave it.
Source: AdIndex
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